WorldSpace Satellite Radio: Fading Signals?

  
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:

Price:
Case Code : BSTR239 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Globalization Strategy
Case Length : 22 Pages
Period : 1990-2006
Organization : WorldSpace Corporation
Pub Date : 2006
Teaching Note : Available
Countries : The US, India, Africa
Industry : Media and Entertainment

Abstract:

WorldSpace Corporation, the pioneer in the satellite radio service industry, was formed in 1990 by Noah Samara. The company's mission was to use satellite radio to disseminate information to normally unreachable areas in third world countries. WorldSpace was launched in Africa in 1998 and in Asia in 2000.

WorldSpace provided around 60 channels, which included music, news, sports and general information channels, in many languages. Initially the company did not have a clearly articulated business model, as the satellite radio industry was still in its infancy. The company's revenues were dependent only on the sales of its satellite radio receivers.

However, in 2004, WorldSpace introduced a global subscription model, whereby it began sell its receivers for a relatively low price, and converted most of its channels into subscription channels. By 2006, India, with more than 75% of the company's subscribers, had become the company's primary market.

This case discusses the strategies and business models adopted by WorldSpace over the years. It talks about WorldSpace's developmental programs and commercial initiatives in all its markets. The case also discusses WorldSpace's operations in India and how the company adopted a region-centric approach to succeed in this market. The case ends with a discussion on how WorldSpace could improve its revenues in future.

Issues:

» To analyze the nature, potential and use of satellite radio, and its advantages over terrestrial radio

» To study the operational model of a company that was considered the pioneer in its industry.

» To examine the localization attempts of a global satellite service provider

» To analyze the issues involved in localizing a service

» To examine the efficacy of experiential marketing as a promotion strategy, especially in the case of new products and services using new technologies

» To examine the weaknesses in the business model of the satellite service provider and to examine the potential sources of revenue

Contents:

  Page No.
Creating A New Identity 1
Background Note 2
A Slow Start 3
Launch of A Subscription-Based Model 4
WorldSpace in Africa 5
WorldSpace in India 6
The Strategy Change 7
Promotional Campaigns 8
Localized Content 10
Competition 11
The Challenges for WorldSpace 12
Exhibits 13

Keywords:

MTV Networks, MTV International , Viacom Inc. , Music channels, Region-centric approach, Television programming, Localization strategy, VH1, International expansion, "Think global Act local", Online video sharing, Globalization, Channel [V], Youth brands, Nickelodeon

Creating A New Identity - Next Page>>

 

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